Carina Toma Toma Group Creative Director

Posts Projects Experience Team

Projects

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Pepsi - Retro Studio - Full Summer CampaignHow to bring people together again in the summer of 2020? You move the fun online and invite the most important names in Romanian music. You give rhythm to the party with the songs we all danced to the past few summers. You also launch a collection of retro-cool clothes and start the longest Romanian brand challenge on Tik Tok. This summer's Pepsi campaign has shown that advertising can find new resources even in limited conditions. Creativity feeds on openness to experimentation. A summer-long
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Bread Tomorrow - World Vision RomaniaSome kids only eat letters. This is the line that best summarises the 2 big problems in the rural Romania. Because they are very poor, kids in rural areas don't have what to eat so they abandon school to work in their household. Therefore, they become illiterate. Bread Tomorrow is a project that wants to change that by ensuring kids with at least one normal meal a day. Where? In schools. In order to benefit for that meal, kids have to come to school. Which is a win-win situation. Our campaign
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Sony Pictures - Picture This Festival For The PlanetThe project asks emerging film-makers and change-makers from around the world to inspire for change. They have to create short films (1-8 minutes) that show the positive future they see for our planet. Whether fiction or non-fiction, stories have a unique ability to inspire, engage, and inform how we view our future. SONY PICTURES TELEVISION WORLDWIDE NETWORKS (SPTN) is running the Picture This Festival for the Planet. SPTN is partnering with the UNITED NATIONS FOUNDATION in supporting the Sust
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Pepsi - For those who know what they wantCONTEXT: In 2019, Pepsi launched a global communication platform, For the love of it, to celebrate those who live life by their own rules and mute all self-doubt to follow their passions. To localize the platform, the brand launched limited edition cans with messages related to the local target’s passions, sourced from national-level research. CHALLENGE: Bring local relevance and depth to the messages on the cans, by tapping into a cultural insight and creating a manifesto of the Romanian free-s
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Pegas - Urban ColourInsight: Bucharest is a grey city, not really attractive for pedalling your bike. Challenge: Find your colours Idea: Pegas launches a new bikes collection, based on the colours you find in the city, so that when you're on a Pegas bike, you bring the colours in every corner of your city. We launched an app - Pegas Urban Colour - where people take pictures, add them in the app, select their favourite colour from their picture, name their colour and, next, Pegas launches a bike in your colour, kee
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Dacia - Story FreshenersDacia, the biggest car brand in Romania, is a traditional supporter of national cultural events, like Gaudeamus, the biggest book fair in the country. To mark their presence as main sponsor of the fair, we had to create an experience to make Dacia stand out from the clutter of other sponsors, while amplifying its "supporting culture in any form" platforms. INSIGHT: Passionate readers like to smell their favorite books, which left us wondering: what do stories smell like? IDEA: The first car fre

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Projects credited in

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Grill cu Șpil - LidlThe show where we give the grill what belongs to the grill
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Prăjeli în Bucătărie - LidlThe show where the guests are more fried than the food.
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Reimagining Christmas with Pinterest: Winners AnnouncementWe’re thrilled to share with you the top 5 winning concepts of our ‘Reimagine Christmas’ campaign with Pinterest! This year has been challenging for so many, which is why we teamed up with Pinterest to create paid work for our brilliantly talented community, commissioning them to create festive ad campaign concepts for the platform. With household names like Topshop, Birdseye, MADE and British Airways on the billing and the exceptional insight from our expert judging panel (see list below), w